Brands are fragile things these days - especially those that have appeared on the scene relatively recently.
Consider the recent travails of Netflix, Yahoo, and AOL as they attempt to evolve their businesses from the giddy enthusiasm that fueled them initially into mature brands that enjoy enduring relationships with stakeholders and customers.
The further examples of MySpace, Bebo, and Second Life show the lifecycle of a modern brand can be very short if strategy and communication of strategy aren't ...